Global Marketing Management, EMEA Edition
5.190 kr.
Lýsing:
The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text's guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more "multilateral. " Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals.
Annað
- Höfundar: Masaaki (Mike) Kotabe, Kristiaan Helsen
- Útgáfa:7
- Útgáfudagur: 01/2020
- Hægt að prenta út 10 bls.
- Hægt að afrita 2 bls.
- Format:ePub
- ISBN 13: 9781119635796
- Print ISBN: 9781119586777
- ISBN 10: 1119635799
Efnisyfirlit
- Cover
- Title Page
- Dedication
- About the Authors
- Preface
- Four Fundamental Issues Addressed in the Seventh Edition
- Our Pedagogical Orientation
- Global Orientation
- Interdisciplinary Perspective
- Proactive Orientation
- Cultural Sensitivity
- Research Orientation
- Practical Orientation
- Internet Implications
- Acknowledgments
- 1 GLOBALIZATION IMPERATIVE
- Why Global Marketing Is Imperative
- Globalization of Markets: Convergence and Divergence
- Evolution of Global Marketing
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Appendix: Theories of International Trade and the Multinational Enterprise
- 2 ECONOMIC ENVIRONMENT
- Intertwined World Economy
- Country Competitiveness
- Emerging Economies
- Evolution of Cooperative Global Trade Agreements
- Information Technology and the Changing Nature of Competition
- Regional Economic Arrangements
- Multinational Corporations
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 3 FINANCIAL ENVIRONMENT
- Historical Role of the U.S. Dollar
- Development of Today’s International Monetary System
- Foreign Exchange and Foreign Exchange Rates
- Balance of Payments
- Economic and Financial Turmoil around the World
- Marketing in the Euro Area
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 4 GLOBAL CULTURAL ENVIRONMENT AND BUYING BEHAVIOR
- Meaning of Culture
- Elements of Culture
- Cross-Cultural Comparisons
- Adapting to Cultures
- Culture and the Marketing Mix
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 5 POLITICAL AND LEGAL ENVIRONMENT
- Political Environment—Individual Governments
- Political Environment—Social Pressures and Political Risk
- Terrorism and the World Economy
- International Agreements
- International Law and Local Legal Environment
- Issues Transcending National Boundaries
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 6 GLOBAL MARKETING RESEARCH
- Research Problem Formulation
- Secondary Global Marketing Research
- Primary Global Marketing Research
- Leveraging the Internet for Global Market Research Studies
- Market Size Assessment
- New Market Information Technologies
- Managing Global Marketing Research
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 7 GLOBAL SEGMENTATION AND POSITIONING
- Reasons for International Market Segmentation
- International Market Segmentation Approaches
- Segmentation Scenarios
- Bases for International Market Segmentation
- International Positioning Strategies
- Global, Foreign, and Local Consumer Culture Positioning
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Appendix
- 8 GLOBAL MARKETING STRATEGIES
- Information Technology and Global Competition
- Global Strategy
- Global Marketing Strategy
- R&D, Operations, and Marketing Interfaces
- Regionalization of Global Marketing Strategy
- Competitive Analysis
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 9 GLOBAL MARKET ENTRY STRATEGIES
- Country Selection
- Scale of Entry
- Choosing the Mode of Entry
- Exporting
- Licensing
- Franchising
- Expanding Through Joint Ventures and Alliances
- Wholly Owned Subsidiaries
- Dynamics of Entry Strategies
- Timing of Entry
- Exit Strategies
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Appendix A: Alternative Country Screening Procedure
- Appendix B: Mode of Entry Choice—Three Theoretical Perspectives
- 10 GLOBAL PRODUCT POLICY DECISIONS I: DEVELOPING NEW PRODUCTS FOR GLOBAL MARKETS
- Standardization versus Customization
- Multinational Diffusion
- Developing New Products in the Global Marketplace
- Truly Global Product Development
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- Appendix: Using Conjoint Analysis for Concept Testing in Global New Product Development
- 11 GLOBAL PRODUCT POLICY DECISIONS II: MARKETING PRODUCTS AND SERVICES
- Global Branding Strategies
- Management of Multinational Product Lines
- Product Piracy
- Country-of-Origin (COO) Effects
- Global Marketing of Services
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 12 GLOBAL PRICING
- Drivers of Foreign Market Pricing
- Managing Price Escalation
- Pricing in Inflationary Environments
- Global Pricing and Currency Fluctuations
- Transfer Pricing
- Global Pricing and Antidumping Regulation
- Price Coordination
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 13 GLOBAL COMMUNICATION STRATEGIES
- Global Advertising and Culture
- Setting the Global Advertising Budget
- Creative Strategy
- Global Media Decisions
- Advertising Regulations
- Choosing an Advertising Agency
- Other Communication Platforms
- Globally Integrated Marketing Communications (GIMC)
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 14 SALES MANAGEMENT
- Market Entry Options and Salesforce Strategy
- Cultural Considerations
- Impact of Culture on Sales Management and Personal Selling Process
- Cross-Cultural Negotiations
- Expatriates
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 15 GLOBAL LOGISTICS AND DISTRIBUTION
- Definition of Global Logistics
- Managing Physical Distribution
- Managing Sourcing Strategy
- Free Trade Zones
- International Distribution Channel
- International Retailing
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 16 EXPORT AND IMPORT MANAGEMENT
- Organizing for Exports
- Indirect Exporting
- Direct Exporting
- Mechanics of Exporting
- Role of the Government in Promoting Exports
- Managing Imports—The Other Side of the Coin
- Mechanics of Importing
- Gray Markets
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 17 PLANNING, ORGANIZATION, AND CONTROL OF GLOBAL MARKETING OPERATIONS
- Global Strategic Marketing Planning
- Key Criteria in Global Organizational Design
- Organizational Design Options
- Organizing for Global Brand Management
- Life Cycle of Organizational Structures
- Control of Global Marketing Efforts
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 18 MARKETING STRATEGIES FOR EMERGING MARKETS
- Emerging Markets
- Competing with the New Champions
- Targeting/Positioning Strategies in Emerging Markets—BOP or No BOP?
- Entry Strategies for Emerging Markets
- Product Policy
- Pricing Strategy
- The Distribution Challenge
- Communication Strategies for Emerging Markets
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 19 GLOBAL MARKETING AND THE INTERNET
- Barriers to Global Internet Marketing
- Global Internet Consumers
- Globally Integrated versus Locally Responsive Internet Marketing Strategies
- The Internet and Global Product Policy
- Global Pricing and the Web
- Global Distribution Strategies and the Internet
- The Role of the Internet for Global Communication Strategies
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- 20 SUSTAINABLE MARKETING IN THE GLOBAL MARKETPLACE
- Global Corporate Citizenship
- Major Areas of CSR
- The Case for Sustainability
- Challenges for Sustainability Strategies
- Sustainable Marketing and Global Consumers
- Developing and Implementing a Sustainable Strategy
- Global Stakeholder Engagement Programs
- Sustainable Marketing Mix Policy for the Global Marketplace
- Crisis Management and Consumer Boycotts
- Summary
- Key Terms
- Review Questions
- Discussion Questions
- Further Reading
- SUBJECT INDEX
- NAME INDEX
- COMPANY INDEX
- End User License Agreement
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- Gerð : 208
- Höfundur : 15365
- Útgáfuár : 2020
- Leyfi : 380